Kid Rocks

A Name Given a New Lease on Life

The name was originally developed by us in 2016 for a multi-brand retail chain of children's goods. Our client was IRG, for whom we had already completed several projects by that time. The chain's stores were located in Moscow and St. Petersburg, but a few years later, all retail outlets were closed.

In 2023, IRG approached LINII again, this time with a brief to develop a name for a brand of children's toys. The naming process generated many great ideas. Children's projects always unleash a creative explosion and make the process immensely enjoyable. We had selected a few favorites, and that's when we remembered the Kid Rocks name.

We added it to the last slide of the final presentation and showed it to the client with a comment: "It seems you already have a very good name. It's registered in all the necessary classes and is just gathering dust on a shelf. It feels like the right time to give this name a second life."

And so, a new brand was born with a not-so-new name.

But as the saying goes, "Make new friends, but keep the old." This wisdom sometimes holds true in the world of naming as well.